Why Content Comes First
Every web design project has a moment where everything stalls. In our experience, that moment almost always involves content. The design is ready, the development is moving, and then the project waits two, four, sometimes six weeks because the client hasn't finished writing their pages or gathering their photos.
This isn't a criticism. Business owners are busy running their businesses. Content preparation feels overwhelming because nobody tells you exactly what's needed or how to break it into manageable pieces. That's what this guide does. Follow it, and you'll have everything your design team needs before the project even kicks off.
What You Need to Gather
Before you write a single word, collect these raw materials. Having them ready makes everything else faster.
Your business basics. Full legal business name, tagline or slogan, phone number, email address, physical address, business hours, service area, and any licenses or certifications you want displayed. This sounds basic, but we've seen projects delayed because the client couldn't decide on a phone number to feature.
Your service or product list. Write out every service you offer or product you sell, organized by category. Include brief descriptions, pricing if applicable, and any details that differentiate you from competitors. Be specific. "Residential plumbing" is a start. "Residential plumbing including water heater installation, drain cleaning, pipe repair, and bathroom remodels" is what your design team needs.
Your unique value proposition. What makes your business different? Why should someone choose you over the ten other businesses that do what you do? Write down three to five reasons. These become the foundation of your homepage and about page messaging.
Customer testimonials and reviews. Gather your best 5 to 10 reviews from Google, Yelp, or direct client feedback. Include the reviewer's name (first name and last initial is fine), their location if relevant, and the full quote. Real testimonials are one of the most powerful conversion tools on any website.
Team bios and headshots. For each team member you want featured, prepare a two to three sentence bio and a professional headshot. These don't need to be studio quality, but they should be well-lit, in focus, and show the person from the chest up against a clean background.
Pro tip: Create a shared Google Drive folder or Dropbox folder at the start of your project. Organize it with subfolders for each page (Home, About, Services, etc.). As you prepare content, drop files into the appropriate folder. Your design team will thank you.
Page-by-Page Content Breakdown
Here's what most local business websites need, page by page. Not every site will have all of these, but this covers the standard pages.
Homepage
Your homepage needs a clear headline that communicates what you do and who you serve, a subtitle that adds context, three to five key benefits or service categories, social proof (testimonials, review counts, certifications), and a clear call to action. You don't need to write paragraphs. Bullet points and short statements work. Your design team will shape them into the layout.
About Page
Write the story of your business. When did you start? Why? What problem were you trying to solve? What's your mission? Include your team bios here. People buy from people, and the about page is often the second most visited page on a local business website. Don't skip it or phone it in.
Service Pages
Each major service should have its own page. For each one, provide a description of the service (two to four paragraphs), who it's for, what the process looks like, pricing or pricing ranges if applicable, and any relevant before-and-after photos or case studies. Individual service pages are critical for SEO. A single "Services" page listing everything hurts your ability to rank for specific searches.
Contact Page
Provide your phone number, email, address, hours, and any specific instructions like "Free parking in the rear lot" or "Located on the second floor." If you serve specific areas, list them. If you want to include a map, provide your exact Google Maps address.
Photos and Media
Good photos make a huge difference in how your website looks and how it performs. Stock photos are a last resort. Here's what to prioritize.
Project photos and portfolio images. Before-and-after shots, completed projects, products in use. These build credibility and help visitors visualize working with you. Aim for at least 10 to 20 high-quality images. Smartphone photos are fine if they're well-lit and in focus.
Team photos. Individual headshots for bios, and if possible, a group or team photo. Candid shots of your team at work can be even better than posed portraits for building trust.
Your workspace. Photos of your office, shop, showroom, or work environment. These add authenticity and help people feel comfortable before they walk in the door or invite you to their home.
Technical specs: Photos should be at least 1200 pixels wide, in JPEG or PNG format, and not heavily filtered. Your design team will handle cropping, optimization, and sizing. Just send the originals.
Writing Tips for Non-Writers
You don't need to be a professional writer. Your design team can polish the language. But the information needs to come from you because you know your business better than anyone.
Write like you talk. Pretend you're explaining your business to a friend. Use simple, direct language. Avoid jargon your customers wouldn't use. If you wouldn't say "we leverage synergistic solutions" to a customer's face, don't write it on your website.
Focus on benefits, not features. Instead of "We use GAF Timberline HDZ shingles," try "Your roof is built with the industry's most trusted shingles, backed by a 50-year warranty." Tell people what they get, not just what you do.
Answer common questions. Think about the questions you hear most from customers. Write those answers down. They become some of the most valuable content on your site because they address exactly what potential customers are wondering.
Don't aim for perfect. A rough draft with all the right information is infinitely more useful than a blank page. Write something imperfect and let your web team refine it. Getting the substance right matters more than getting the grammar right.
Starting a Website Project?
We guide you through every step of the content and design process. No guesswork, no delays, and a website that actually generates leads.
How to Organize Everything
Organization is the difference between a smooth web design project and a chaotic one. Here's the system we recommend to our clients.
Create one master folder with subfolders for each page. Label them clearly: "01-Homepage," "02-About," "03-Services," "04-Contact," and so on. Inside each folder, place a text document with the written content and a subfolder for related images.
Use a simple naming convention for images. Instead of "IMG_4392.jpg," rename files to something descriptive like "kitchen-remodel-before-smith-project.jpg." Your design team will process dozens or hundreds of images. Clear naming saves hours.
Mark what's final and what's draft. If some content is polished and approved, label it "FINAL." If it's rough and needs your design team's help, label it "DRAFT." This prevents confusion about what's ready to use and what still needs work.
Common Content Mistakes to Avoid
Waiting for perfect content before starting. Don't hold up your entire project because one page isn't finished. Send what you have and flag what's missing. Your design team can work around gaps and fill them in later.
Writing too much. Your website isn't a novel. Visitors scan pages in seconds. Short paragraphs, clear headings, and bullet points work better than walls of text. If your homepage content is three pages long in a Word doc, it's too much.
Copying your competitor's website. It's fine to use competitor sites for inspiration on structure and topics to cover. But copying their language word for word creates duplicate content problems for SEO and makes your business sound generic.
Forgetting calls to action. Every page should tell the visitor what to do next. Call us. Get a free estimate. Schedule a consultation. Book an appointment. If you don't ask, they won't act.
Realistic Timeline for Content Preparation
Most clients need two to three weeks to prepare content for a standard five to ten page website. Here's a realistic breakdown.
Week 1: Gather raw materials — business info, service list, testimonials, team bios. Collect and organize photos. This is assembly, not writing.
Week 2: Write first drafts for each page. Don't edit heavily. Get the information down. Send drafts to your design team for feedback.
Week 3: Refine based on feedback. Fill any gaps. Finalize approval on content so design and development can proceed without holdups.
The Bottom Line
Your new website is only as good as the content that goes into it. The design team can create beautiful layouts and optimize for conversions, but the substance — your story, your services, your proof — has to come from you. Prepare it early, organize it clearly, and don't aim for perfection. Aim for complete. Your design team will handle the rest.
David manages web design and development projects at Integrity Marketing, guiding clients from kickoff to launch. He specializes in keeping projects on schedule by setting clear expectations and removing roadblocks before they become delays.